Up-Servicing: Creating Superior Customer Value Through Up-Selling Valuable Add-Ons
About once a week I grab my laptop and head to a caf� to work, brainstorm, and map out business plans. I usually enjoy a latt�, cappuccino, or green tea while I work and I�ve found the change of scenery ignites my creativity and jump starts my productivity. For years I�ve gone to the same caf� on Yale Avenue for my weekly ritual, but last week I stopped into a Barnes & Noble Cafe. I approached the counter to purchase a latt� and the sales person immediately responded with an �up selling� offer. She asked, �Can I get you a slice of cheesecake to go with your Caramel Macchiato?� I wasn�t even thinking about dessert, yet I somehow let the unexpected query: �Can I get you a slice of cheesecake to go with your Caramel Macchiato?� entice me into accepting a rich slice of cheesecake. The lady at the Barnes & Noble Caf� flawlessly executed the �up-selling� technique and without any hesitation I accepted. Not once in the three years of my attending my usual caf� has anyone tried to upsell me. As I enjoyed each delectable bite of the cheesecake I wondered, �What would it mean to Barnes & Noble�s bottom line if every salesperson in the Caf� attempted to upsell beverage seekers? What would it mean to the bottom line if just 2% of customers everyday were upsold?� What would it mean to your bottom line if every one of your employees flawlessly upsold your customers? In my experience both as a consumer and as a Business Growth Strategist, I have discovered that many businesses avoid up-selling because they're concerned that the customer may feel irritated or pressured, and often customer service professionals are reluctant to upsell because they�re uncomfortable with a �selling� role. But here�s the thing: If you don�t try to upell you are 1) Leaving money on the table and 2) Withholding value-added services from your customers. When done right, upselling offers translate into sales 5-20% of the time. And research shows that most customers appreciate up-selling when they are offered additional benefits that are relevant to their needs. Read on to get 5 tips to help you confidently and successfully upservice your customers. Think of upserving as �Up-Servicing� - When done right, upselling is simply offering a �suggestion� to an already receptive buyer to enhance the value of her service. This is exactly what I experienced at Barnes & Noble Cafe. I was already a receptive buyer and the cheesecake most definitely enhance the value of my experience. When viewed as truly upservicing as opposed to upselling, selling doesn�t feel so overwhelming. Make sure your upserving offer is always relevant to the customer�s needs. Offering a buyer of a latt� a book on Feng Shui tips may not be relevant and is likely to be rejection waiting to happen. But offering dessert truly offers to enhance the receptive customer�s experience. Be more interested in being of service than in getting a commission. Always focus on offering products or services that are relevant to the customer�s needs and will arguably enhance the customer�s experience. If your sole objective is to get a commission, customers will smell you a mile away. And trust me, they will not buy. Recognize that upservicing increases customer satisfaction. Surveys and research has found that offering products your customers might find useful is a proactive effort on your part that conclusively leads to increased satisfaction and loyalty. Think of �up-servicing� as a proactive service initiative. When you add upservicing to your skill repertoire, you will increase customers satisfaction and grow your bottom line.
